Scaling to 6-Figures Per Day in Ad Spend
How we helped Troll Co. see 80% YOY growth during BFCM
Troll Co. supports blue collar workers. It was founded on the the fact that there are a lot of hard-working men and women in the trades right now, but they are not being replaced fast enough with skilled young people. It’s time to change the mindset that being in the trades is less important than a doctor or lawyer. Support and encourage blue collar jobs; don’t steer our young people away from them.
Where We Come In
We have been working with Troll Co. for over 2 and a half years now, we initially started with them on email & sms marketing and about a year into our working relationship we began also working with them on paid acquisition managing their paid socials, and eventually Google as well.
Email & SMS
We sent out emails to our customers with discounts and promotions for the duration of the Black Friday sale which took place for the bulk of November, as well as notifications about our exclusive deals. Our SMS messages served a similar purpose, giving regular reminders of the event's start time and any new offers we had available. Thanks to our strategic approach to email and SMS marketing, we saw a dramatic increase in our sales figures. We managed to drive more than 30% of our revenue from these two digital channels during the Black Friday sale, demonstrating just how effective they can be in driving business.
By implementing a proper segmentation strategy we were able to maintain an incredibly heathy mailing list while also driving record volume from both campaigns and automated emails. The automated email revenue was incredibly important as this was used to nurture our new email subscribers. This cohort of subscribers for most brands needs to be approached with aggressive marketing materials as a lot of them will only buy during the BFCM period so executing here was crucial in order to hit our wider BFCM business goals.
Coming into BFCM 2022 Troll Co. had had a strong, but volatile year. Due to a warehouse move prior to BFCM revenue and customer acquisition growth was down over 50% YoY in October. We knew going into BFCM this year we had to execute perfectly to see the growth goals we wanted to achieve. This year the focus was on 3 channels. Google, Meta, and TikTok.
Meta saw the bulk of the ad spend >80% as although Google and TikTok sometimes saw better efficiency, Meta still had the least attrition in metrics as spend scaled to higher amounts.
Coming into BFCM we had just taken over running Troll Co’s Google ads. The first thing we did was make sure that we were not overspending on branded terms and keywords. Secondly, we adjusted our PMAX bids to bid higher for new customers than return customers while keeping a TROAS target in mind. The reason why is that our core goal was to grow the customer base while maintaining a specific efficiency in terms of NC ROAS.
On TikTok we knew that this period would present an opportunity to scale spend. Generally, TikTok for Troll Co. only performs similarly to Meta during sales. By spending disproportionate amounts of TikTok budget during events like BFCM allows for much more efficient spending not only from a ROAS standpoint but also from a profit generation standpoint.
As mentioned above, Meta was the primary spender during this period. We were the most successful in scaling mainly our TOF catalog ads as this demand creation campaign was by far our top performer. By focusing over 80% of our TOF budgets behind this one campaign it allowed us to see even better ROAS metrics as we increased ad spend. Our top performing campaigns were our remarketing campaigns, but as always we wanted to make sure we were analyzing mainly click data and not view data when making ad spend distribution decisions to insure we were properly allocating against the variables that were the most correlated with real revenue generation and not just inflating in platform reporting.
80% YOY Growth in BFCM Revenue
Scaled ad spend profitably to 6-figures per day
30% + of revenue from email/SMS